Digital Analytics and PR Measurement: How to Measure Like a Boss
•Descargar como PPTX, PDF•
0 recomendaciones•301 vistas
Reporting and measuring what matters using digital analytics. Learn how to set objectives, select key metrics and create a plan rooted in measurement.
Recomendados
Recomendados
Más contenido relacionado
Último
Último (20)
Destacado
Destacado (20)
Digital Analytics and PR Measurement: How to Measure Like a Boss
- 1. How to Measure Like a Boss Lisa Gerber Big Leap Creative @lisagerber
- 2. Jackson
- 4. The moral of this story
- 6. NOV. 2003
- 7. Dear Client, We are thrilled to share coverage of <brand name> in yesterday’s New York Times (Circulation: 2,517,307) as a result of our proactive outreach… The story, titled “blah blah blah” includes <your brand name> in a roundup of …and quotes <your staff member> The estimated ad value of this placement is $6,947. The story also ran online on NYTimes.com (UMV: 70,574,252), and you may view it here.
- 10. Today’s agenda 1. Create a plan rooted in measurement 2. Choose the metrics 3. Tracking and reporting
- 11. The goal
- 12. From A The goal to B by C
- 13. KPIs
- 14. Choose the tactics and metrics
- 15. Avinash Kaushik very kind and patient @avinash biggest, dorkiest fangirl ever
- 17. What are their needs? Channels SEE Dog questions Organic search media relations social THINK Have a dog with a health issue Media relations, email, website content DO Final research Make an appt pricing, support Review sites, phone, demo/meeting CARE You solved my prob connectors Review sites, social networks
- 18. Email Print ads Walk in Review Social
- 19. SEE Build awareness Know the problem, not the solution Audience metrics Tactics Media relations - case studies SEO Social engagement Metrics Traffic Followers and reach referral traffic - and what did they do email subscribers
- 20. KPIs
- 21. THINK Create and nurture relationships Researching the solution Engagement (degree) metrics Tactics website content email marketing Media relations - change perception Metrics pages per visit - certain pages per visit email click-through rates Social engagement
- 22. KPIs
- 23. DO Close the deal Outcomes metrics Tactics website funnel sales training for phone calls Metrics Sales # of demos # of phone calls and online orders conversion rate
- 24. KPIs
- 25. CARE Encourage brand advocacy action and amplification metrics Tactics influencer campaign reputation management Metrics # of positive reviews # of brand advocates/influencers Rank on Tripadvisor, Yelp, Google
- 26. CALL TO ACTION
- 27. TOOLS
- 28. 1. 2. 3. 4.
- 29. GOALS
- 30. GOALS
- 33. GOALS
- 40. Campaigns
- 46. Lisa Gerber Big Leap Creative Integrated Communications www.bigleapcreative.com/blog lisa@bigleapcreative.com @lisagerber bigleapcreative.com/ncprsa
Notas del editor
- I turned to the internet to figure out what to do. In this case, I used google.
- Anyone want to take a guess at what my bill was? Imagine how much revenue that has brought in over it’s 13 years of being in existence. Imagine you are the PR person who got that story placed. and you’re not tracking actions on it but instead the output - the fact that you got a Seattle PI story placed, but have no idea what it’s actually doing for business?
- I turned to the internet to figure out what to do. In this case, I used google.
- So, you see the difference in the impact, right? Measuring and reporting the right things is PRs own little PR problem. Imagine your the PR pro for the vet hospital with that story - and you’re reporting ad equivalency?
- there is too much preoccupation on viral videos and front page of NYT but does anyone have any idea what that story has brought in terms of customers? Search engines and algorithms are getting smarter - they understand context and geography. and social networks. The work we do has great impact and we have to be able to track and measure it properly.
- We get phone calls for media relations, a new mobile responsive website, we want to be on the bestseller list of Amazon. We misunderstand that as the goal. and we start doing stuff like creating a new website or doing media outreach without a clear consensus on what everyone involves sees as success, and what are we trying to get people to do? You start with this and maybe your leaders don’t know what they want, now we can go through this exercise to make sure we are all clear on the goals. It might be a sales number, monthly recurring revenue, occupancy number, a specific sales number like my client…It could also help you avoid disaster with those who have unrealistic goals.
- what does this do? A few things. Manages expectations - Cascade story It helps everyone get aligned on what we’re trying to achieve and what is realistic. lodging/PR - for what?
- Now it’s up to us to figure out how to do it. What we do is break out the audience into buckets based on where they are in the purchase path. I’ll explain.
- There is a hierarchy of metrics, and therefore tactics based on where our audience is.
- So we look at those buckets in context of their needs and channels to reach them. See - high level Do - comparisons. REI, Care - brand advocates love to talk about experiences. if we understand each of these segments and their needs, we know what we wan
- In my example searching for a solution for jackson, I showed you one possible purchase path of many many hundreds of variables.
- This might not be within our scope of work, but we include it in the plan to show our understanding of the big picture and that we are aligned with the bigger goal. Still, if we take the example of the vet hospital and me, the time between the see stage and purchase could be five minutes. and when that is the case, we want the credit. This is where it gets tricky though. In my experience, I’ve found attribution to be quite difficult. they might
- Word of mouth: Now we want to activate our loyal audience to spread the word - what kinds of things are we doing ehre to generate content that feeds the first three buckets?
- Here is what I love about this approach. Our jobs are, in essence, to influence action. The underlying thread on every tactic. What are we trying to achieve and how are we going to measure it? Forces us to build campaigns that think that through - email - click throughs PR - landing pages and unique urls
- We have the technology now to track and measure our own efforts so we have no excuse. When our plans are anchored in metrics, we do things more meaningfully, and we get to make decisions based on evidence, not gut. A lot of PR/marketing pros aren’t having this conversation. it sets us apart and it shows we mean business but it also forces us to get strategic.